Targeting & Privacy Policy

Targeting & Privacy Rules – How they affect your ability to advertise and how to comply with the law

Targeting & Privacy Rules

How they affect your ability to advertise — and how to stay compliant

What’s Changing:

New privacy rules in Canada and worldwide are changing how businesses can collect and use customer data for digital advertising. That includes:

  • Less access to personal info (like browsing history, location, or interests)
  • Stricter rules about using cookies and tracking tools
  • More consent required before using someone’s data for ads

IAB Canada has created a consent framework that helps businesses come into compliance with complicated privacy laws. Working with Consent Management Platforms (CMPs) businesses are able to get the consent they need to confidently use data for the purposes of advertising. Platforms like Google, Meta (Facebook/Instagram), and others are also updating their tools to match these laws.

How This Affects Your Advertising:

  • You may not be able to target as narrowly (e.g. by very specific behaviours or interests)
  • Smaller custom audiences — some data won’t be available without user consent
  • Higher costs — fewer tracking options may make your ads less efficient
  • Fewer retargeting options — unless users have opted in

How to Stay Compliant and Effective:

  • Use consent-friendly tools — Make sure your website asks permission before tracking (via cookie banners or CMPs — Consent Management Platforms)
  • Be transparent — Clearly explain how you use customer data (e.g. in your privacy policy)
  • Rely on first-party data — Collect info directly from your customers (like sign-ups or purchase history)
  • Segment your audience ethically — Focus on what people choose to share with you
  • Use platform tools properly — Ad platforms will guide you on new limits and legal settings

Good to Know:

Respecting privacy isn’t just about avoiding fines—it’s about building trust. Customers are more likely to engage with businesses that are open and responsible with their data.